A follow up to .

E.L.F. Cosmetics has issued an apology to its customers after they were criticized for including controversial POS "comedian" Matt Rife in an advertisement.

“You know us, we’re always listening and we’ve heard you,” the company wrote in a statement. “This campaign aimed to humorously spotlight beauty injustice. We understand we missed the mark with people we care about in our e.lf. community. While e.l.f.ino & Schmarnes closes today, we’ll continue to make the case against overpriced beauty.”

Rife has previously sparked controversy for his jokes, including one he made in 2023 about domestic violence, which he doubled down on.

As of this post, that ad is . So...

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